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Pittsburgh-based Vocelli Pizza shifted its strategy at a company convention in mid-2010 to focus more on local marketing efforts. Franchisees have committed to building stronger relationships with respective community entities, including local businesses, schools and nonprofit organizations.
Since making the changes, Vocelli Pizza operators have posted 16 consecutive months of same-store sales growth, dating back to late 2010.
"We have built many tools for our franchisees; everything from online ordering, to specific marketing playbooks to our Gourmet Club online. But, the real game-changer has been our franchisees and their ability to make friends in the neighborhood. This new marketing approach focuses on relationships, not just discounts," said Jim Powers, Vocelli's vice president of marketing.
Vocelli Pizza's franchise support center operates more than 100 East Coast locations offering pizza and other Italian foods for carry-out and delivery.
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